News Flicks

The iconic Nokia 3310 that once embodied the height of aspiration will once again be available in stores from May 18, 2017; here are other brands that rose from the dead

Ambassador

In Feb 2017 French automobile manufacturer Peugeot acquired the Ambassador brand in a Rs 80-cr deal, reviving hopes of a comeback by ‘the king of Indian roads’; during its peak in the ’70s & ’80s, the vehicle that became synonymous with power sold close to 6,000 units; based on the Morris Oxford series III model, the last car bearing that name was manufactured in 2014

Maggi

Nestle’s instant noodles brand took a big hit when the central govt imposed a ban after allegations of dangerous levels of lead & MSG in it; even loyal consumers steered clear after the ban was lifted; after a relaunch in 2016, Maggi has regained 60% market share, with millions of hungry students welcoming the return of their favourite midnight snack

Volkswagen Beetle

In the US, “the Bug” was sold between 1950 & 1979, with its iconic “Think Small” ad campaign; it had its niche consumers & remained on the fringes of the American automobile industry; after being redesigned the Beetle entered the US market in 2011 & in 2013 it sold more than 40,000

Duke’s

Founded in 1889 by Parsi businessman Dinshawji Pandole, Duke's sodas were out of the market for a couple of years till Pepsi decided to re-launch it in 2011, with new variants such as masala, raspberry & ice-cream sodas soon becoming Mumbai’s favourites

Apple

Perhaps the best comeback of all time, Apple almost faded into oblivion in the mid-1980s; Steve Jobs had been forced out of the company due to creative differences; when Jobs returned in 1997, a massive rebranding campaign followed & Apple never looked back

Lego

The most popular toy in history, Lego almost went bankrupt in the early 2000s, suffering millions of dollars in losses; the Danish toy maker decided to pick up the pieces & go back to the basics in 2008, promoting its much-loved original line of Lego blocks & scrapping its most expensive products; in 2014 TheLegoMovie made over $450 mn at the box office

Old Spice

Modern brands like Axe, Nike & Adidas threatened to edge the ‘grandfatherly’ Old Spice deos & bath products out of the market till, in 2008, they relaunched their products in a ‘younger’ avatar with an interactive ad campaign; in 2010, they started their ‘The Man Your Man Could Smell Like’ campaign as part of their ‘Smell Mantastic’ relaunch, with Milind Soman as the ‘mantastic’ ambassador, soon regaining lost ground

Source: afaqs.com, news reports

Manvi Gautam

The iconic Nokia 3310 that once embodied the height of aspiration will once again be available in stores from May 18, 2017; here are other brands that rose from the dead

Ambassador

In Feb 2017 French automobile manufacturer Peugeot acquired the Ambassador brand in a Rs 80-cr deal, reviving hopes of a comeback by ‘the king of Indian roads’; during its peak in the ’70s & ’80s, the vehicle that became synonymous with power sold close to 6,000 units; based on the Morris Oxford series III model, the last car bearing that name was manufactured in 2014

Maggi

Nestle’s instant noodles brand took a big hit when the central govt imposed a ban after allegations of dangerous levels of lead & MSG in it; even loyal consumers steered clear after the ban was lifted; after a relaunch in 2016, Maggi has regained 60% market share, with millions of hungry students welcoming the return of their favourite midnight snack

Volkswagen Beetle

In the US, “the Bug” was sold between 1950 & 1979, with its iconic “Think Small” ad campaign; it had its niche consumers & remained on the fringes of the American automobile industry; after being redesigned the Beetle entered the US market in 2011 & in 2013 it sold more than 40,000

Duke’s

Founded in 1889 by Parsi businessman Dinshawji Pandole, Duke's sodas were out of the market for a couple of years till Pepsi decided to re-launch it in 2011, with new variants such as masala, raspberry & ice-cream sodas soon becoming Mumbai’s favourites

Apple

Perhaps the best comeback of all time, Apple almost faded into oblivion in the mid-1980s; Steve Jobs had been forced out of the company due to creative differences; when Jobs returned in 1997, a massive rebranding campaign followed & Apple never looked back

Lego

The most popular toy in history, Lego almost went bankrupt in the early 2000s, suffering millions of dollars in losses; the Danish toy maker decided to pick up the pieces & go back to the basics in 2008, promoting its much-loved original line of Lego blocks & scrapping its most expensive products; in 2014 TheLegoMovie made over $450 mn at the box office

Old Spice

Modern brands like Axe, Nike & Adidas threatened to edge the ‘grandfatherly’ Old Spice deos & bath products out of the market till, in 2008, they relaunched their products in a ‘younger’ avatar with an interactive ad campaign; in 2010, they started their ‘The Man Your Man Could Smell Like’ campaign as part of their ‘Smell Mantastic’ relaunch, with Milind Soman as the ‘mantastic’ ambassador, soon regaining lost ground